SUSTAINABILITY AS A

COMPETITIVE DIFFERENTIATOR

By Guy Bigwood

MCI Group Sustainability Director

FOR LONG TERM SUCCESSSustainability is one of the defining issues

of our time

Agenda

Trusted Advisor to

UNITED NATIONS

GOVERNMENTS

ASSOCIATIONS

DESTINATIONS (CVBs)

CONVENTION CENTERS

CERTIFICATION

STANDARDS

Group DirectorSustainability

MCI GROUP

SUSTAINABILITY DIRECTOR

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Guy.bigwood@mci-group.com

twitter.com/guybigwood

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What is Sustainability?

PEOPLE

PLANET

PROFIT

WHY

SHOULD WE

CAREABOUT SUSTAINABILITY

CALL TO ACTION

UNIQUIVAL PROOF OF CLIMATE CHANGE

“The atmosphere and ocean have warmed, the amounts of snow and ice have diminished, sea level has risen, and the concentrations of greenhouse gases have increased.”

1850 1900 1950 2000

CO2

HIGHEST LEVELS OF CO2

IN OUR HISTORY

2050

GLOBAL CHANGE

12

0.85º INCREASE SINCE 1880

BY 2100 INCREASE OF 0.3º TO 4.5º

57% of your glaciars

have disappeared in last

39 years

3% to 5% disappear each year

By 2100 SEA LEVEL WILL RISE BY

40 TO 82CM

It will be upto 2º warmer

3.5mm/year in Caribe

15

MORE FREAK WEATHER

2050100005 000 bef. JC10 000 bef. JC

5 million250 million in 1

1 billion in 1800

3 billion in 1960

5 billion in 1987

7 billion in 2011

2 billion in 1930

9 billion in 2050

The world

population

is increasing

EG. 1990 – What city is this?

2012 – Shanghai

A

Sustainable

Future

Current

Reality

Living beyond the limits of

earth´s system

Source:The Natural Step

Sustainable Supply

Sustainable Demand

Paradigm

SHIFTin how people select, buy and

organise meetings and events

Generation Y

81%

Employees want to

join a company that

makes a difference

Attracting New Staff

SUSTAINABILITY REVOLUTION

$5.7 TrillionLow carbon and environmental services

and products market in 2015 (18%

growth in 4 years)

NEW BUSINESS OPPORTUNITIES

INCREASED FOCUS FROM

CORPORATE PLANNERS

• Environmental policy

• Recycling program

• Reuse and donation

• Energy conservation efforts

• Water conservation efforts

• Sustainable procurement policy: cleaning products, paints and sealants, paper products, F&B etc.

• Event carbon footprint measurement and offset

• Community engagement activities (CSR projects)

50% of the 1,100

industry professionals

surveyed confirmed

that they give

precedence to green

suppliers - MPI

DO YOUR CLIENTS CARE?

Are sustainability credentials

important to your clients when they

are looking for new partner?

75% say its important or very importantSource: MCI Survey

Source: MPI Survey

80% SAY THAT SUSTAINABILITY WILL BECOME A

MORE SIGNIFICANT PURCHASING CRITERIA

HOW do you use

sustainability for

“competitive advantage”

COST

LEADERSHIPDIFFERENTIATION

COST FOCUSDIFFERENTIATION

FOCUS

APPLESAMSUNG

EventMobi

BROAD

TARGET

NARROW

TARGET

LOW COST

COMPETITIVE ADVANTAGE

COMPETITIVE

EDGE

PORTER’S COMPETITIVE STRATEGY

DIFFERENTIATION

SPOT-ME

TRAITS OF SUSTAINABILITY LEADERS

LEADERSHIP

ADVOCACY

INNOVATE &

INTEGRATE

UNDERSTAND

CONTEXT

CONNECT &

COLLABORATE

MEASURE

PERFORMANCE

& VALUE

WHAT ARE SOME EXAMPLES

OF

“competitive advantage”

2020 Goal: Gothenburg will be the world´s leading

sustainable city

SCANDINAVIA SUSTAINABLE MEETINGS REGION

COLLABORATION DRIVING

PERFORMANCE

Help clients be more

sustainable

LEADING SUSTAINABLE DESTINATIONS

Source: US GBC

LONDON 2012

OLYMPICS STADIUM

• Recycled steel used

for the roof, saving

over $700.000

• 60% less water

• All timber from

sustainable forests

• 50% less carbon

footprint

MEASUREMENT DRIVING INNOVATION

Marina Bay Sands

EVENTS AND HOSPITALITY INDUSTRY IS

FOURTH LARGEST CREATOR OF WASTE

PARTNER TO IMPROVE EVENT RECYCLING

46

TREAT WASTE AS A VALUABLE RESOURCE

47

C

FOOD and BEVERAGE

50% food is wasted between

farm and fork

MANAGE YOUR WASTE

Food wasted in the US would

feed the 1 Billion hungry

50

Compost food waste

51Recycle cooking oils

DONATE UNWANTED FOOD

UPGRADE YOUR WATER PRODUCT

USE SUSTAINABILITY TO IMPROVE THE DINNING EXPERIENCE

54

FLOSSFresh

Local

Organic

Seasonal

Sustainable

55

FROM FARM TO TABLE

BOOST MEETING

PERFORMANCE WITH BRAIN FOOD

57

PROMOTE EXCITING

VEGETARIAN FOOD

MANAGE

SUPPLY

CHAIN

SUSTAINABLE SOURCING

– Do you need it?

– Where does it come from?

– Who made it?

– What is it made of?

– What is it wrapped in?

– What will happen to it

afterwards?

PROCUREMENT AT MCI

All events are assessed

for sustainability and

safety risks.

All key suppliers must

sign a code of conduct

DON’T REINVENT

THE WHEEL!

63

LEASERS USE INDUSTRY STANDARDS

APEX-ASTM

STANDARD FOR

SUSTAINABLE

MEETINGS

Energy

Waste

Water

Air Quality

Staff Management

Communications

Procurement (supply chain)

Community

APEX/ASTM CATEGORIES

ICCA Scandinavian Chapter: Twitter: #ICCASCAN

WHEN

PEOPLE MEET

MAGIC

HAPPENS

ADVOCATE & LEAD THE CHANGE

6

6Claudia

van‘t

6

7

Opportunities: Community Action

6

8

Opportunities: Community Action

CONNECTION

SERVICE

KINSHIP

CULTURE

SUSTAINABILITY AS A COMPETITIVE

DIFFERENTIATOR

4-oct.-13 70

INNOVATION!

RISKS!

OPPORTUNITY

ENHANCE

REPUTATIONOPTIMIZE

COSTS

IMPROVE

PARTICIPANT

EXPERIENCE

ACCELERATE

INNOVATION

CREATE

SHARED

VALUE

BUSINESS CASE - SUSTAINABILITY

COLLABORATION DRIVES

INNOVATION & PERFORMANCE

SUSTAINABILITY IS CRITICAL

FOR LONG TERM SUCCESS

THE END

almost

“The question of reaching sustainability

is not about if we will have enough

energy, enough food, or other

tangible resources …

The question is:

will there be enough leaders

in time?” Dr. Karl Henrik Robèrt, Founder The Natural Step

LessConversation

MoreAction.com

For slides and more information

Guy.bigwood@mci-group.com

twitter.com/guybigwood

#SI-MICE